| Query | Type | Notes |
|---|---|---|
| gigglez | Branded | Highest volume term |
| gigglez halifax | Branded | Location + brand |
| gigglez play cafe | Branded | Brand + type |
| gigglez play cafe halifax | Branded | Full branded search |
| Page | Views | Notes |
|---|---|---|
| Indoor Play Café Halifax (Homepage) | 7,900 | Primary landing page |
| Book a Session | 2,900 | Strong booking intent |
| Admin Login | 809 | Action needed Needs noindex tag — still open from April audit |
| Booking Confirmation | 642 | Action needed Not tracked as a conversion — set up GA4 key event |
| Czech pages (Krytá herna Halifax) | 4 | Investigate Unexpected language pages — needs review |
Strong baseline for a brand-new site
1,490 organic clicks, 2,318 active users, and an estimated 642 bookings in the first tracked month is a healthy start. A 69.7% engagement rate — well above the typical 55% benchmark — confirms users are genuinely interested and not bouncing on arrival.
Organic Search is the #1 acquisition channel
893 new users arrived via Organic Search (41% of total). Organic Social (754 users) is a close second, confirming the Instagram/TikTok presence is actively driving real traffic to the site.
Zero non-branded search visibility
The site does not appear in searches for "soft play Halifax", "indoor play Halifax", or "children's play cafe Halifax". These are the terms parents use when discovering a play cafe for the first time and represent the biggest untapped SEO growth opportunity.
Admin Login page is indexed and receiving 809 visits
The /login page had more views than the Booking Confirmation page. It is currently crawlable by Google, wastes crawl budget, and dilutes site quality signals. Adding noindex was recommended in the April audit and remains unresolved.
642 bookings are untracked as conversions
The Booking Confirmation page received 642 views but none are recorded as GA4 key events. Without conversion tracking it is impossible to attribute bookings to the right channel or measure true ROI of any marketing effort.
Czech language pages need investigation
Two Czech-language pages ("Krytá herna Halifax", "Rezervujte si lekci") appeared in GA4. Most likely caused by browser auto-translation being tracked as separate pages — these should be filtered in GA4 or fixed at code level.
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1Set up Booking Confirmation as a GA4 conversion event — Fire a custom event on page load of /booking/success and mark it as a key event in GA4. Without this it is impossible to attribute bookings to the right channel or measure ROI. Critical
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2Add noindex to /login, /admin, and /booking/success — These pages have no SEO value. Add
<meta name="robots" content="noindex, nofollow">to each. Flagged in the April audit — still open. Action needed -
3Add local keywords to homepage copy — Include a natural mention of "soft play Halifax" or "indoor play for children in Halifax" in the hero subtext. Low-effort change that begins building relevance for generic local searches. Action needed
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4Actively request Google reviews from customers — Send a follow-up message after each session with a direct link to the GBP review page. Reviews are a significant local ranking signal, especially for the Maps pack. Action needed
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5Investigate Czech language pages — Determine whether these are created by browser auto-translation (filter in GA4) or a routing issue in the codebase. Investigate
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6Start tracking manual keyword positions monthly — Search for "soft play Halifax", "indoor play Halifax", and "children's play cafe Halifax" in incognito each month and record positions. This is the baseline for measuring non-branded SEO progress. Investigate